Instructor: Dr. Tamiko Murray

Email: tmurray@lamarpa.edu

Phone: (409) 984-6225

Office: Education Building I - Room 105

Office Hours: Mondays: 9:00 am - 12:00 pm

Tuesdays: 2:30 pm - 3:30 pm

Wednesdays: 9:00 am - 12:00 pm

Thursday: 2:30 pm - 3:30 pm

Fridays: 9:00 am - 11:00 am

Additional Contact Information: See Blackboard for additional contact information.

Use analytical tools to establish metrics for measuring results. Maintain and modify social media campaigns on platforms such as Facebook, Twitter, YouTube, Instagram, and LinkedIn. Analyze data, identify promoters of, and threats to, organization reputation and brand. Put what you learn into practice by using reporting and user analysis methods to prove or disprove campaign results. Introduction to conversion rate optimization and testing methodologies. Applying analytical information to understand its effect on business goals. Preparation for the GAIQ (Google Analytics) certification.

Open educational resources (OER), readings, videos, and other content will be assigned directly in Blackboard.

Textbook Purchasing Statement: A student attending Lamar State College Port Arthur is not under any obligation to purchase a textbook from the college-affiliated bookstore. The same textbook may also be available from an independent retailer, including an online retailer.

None

• MRKG-1471 Social Media Tools I Design and Implementation

1. Develop metrics to measure marketing results

2. Effectively analyze data within a digital marketing campaign

 • Explore current trends, emerging technologies, and future applications of social media and digital communications.

 • Communicate effectively with intended audiences using social media and digital communications.

 • Apply social media solutions using current best practices.

 • Apply effective problem-solving techniques in social media and digital communications marketing.

What is Data?

Intro to Marketing Metrics

Social Media Metrics

Why Analytics Matters

Intro to Google Analytics

Exploring Google Analytics

GA Basics

Campaign Monitoring

Simple Comparisons

Engagement

Conversions – The Big Goal

Audiences & Remarketing

GAIQ Exam

Week 1 – August 24

 Unit: What is Data?

 Lesson: Everyday examples of measurement

Week 2 – August 30

 Unit: Intro to Marketing Metrics

 Lesson: Business metrics & KPIs

Week 3 – September 7

 Unit: Social Media Metrics

 Lesson: Platform metrics (FB, IG, YT, LinkedIn)

Week 4 – September 14

 Unit: Why Analytics Matters

 Lesson: How data helps decisions

Week 5 – September 21

 Unit: Intro to Google Analytics

 Lesson: What GA can do (overview)

Week 6 – September 28

 Unit: Exploring Google Analytics

 Lesson: Logging in and looking around

Week 7 – October 5

 Unit: GA Basics – Users & Sessions

 Lesson: What’s a “user”? What’s a “session”?

Week 8 – October 12

 Unit: GA Basics – Pages & Events

 Lesson: What pages people visit, what actions they take

Week 9 – October 19

 Unit: Campaign Monitoring

 Lesson: Where people come from (traffic sources)

Week 10 – October 26

 Unit: Simple Comparisons

 Lesson: Looking at “this week vs last week”

Week 11 – November 2

 Unit: Engagement

 Lesson: How long do people stay? Do they bounce?

Week 12 – November 9

 Unit: Conversions – The Big Goal

 Lesson: What counts as success (sign-ups, sales, downloads)

Week 13 – November 18

 Unit: Audiences & Remarketing

 Lesson: How businesses group visitors

Week 14 – November 23

 THANKSGIVING

Week 15 – November 30

 Unit: Capstone Project

 Lesson: Pulling it all together – beginner analytics plan

Week 16 – December 7

 GRADUATION WEEK

November 30, 2026 - 12:00 AM  Through  December 3, 2026 - 11:59 PM

100-90 = A

80-89 = B

70-79 = C

60-69 = D

Below 59 = F

Extra credit option = 10 points on any assignment

The course is made up of weekly assignments and a final exam (the GAIQ Certification exam).

Weekly assignments = 70%

GAIQ Certification Exam Results = 30%

Assignments will be given each week. You will have one or two weeks, depending on the assignment, to complete it. The GAIQ Certification Exam must be completed no later than midnight on Thursday, December 4, 2025.

No late work is accepted.

Students are responsible for reading all content, watching all videos, etc. in Blackboard to be successful in the course.

Academic dishonesty will result in a zero on any assignment (first offense); a second incidence of academic dishonesty will result in failure of the class.

DO NOT wait until the last minute to complete class work or exams. I recommend you set up email notifications from Blackboard so you do not miss any information.

If you are confused or need help, do not hesitate to contact me. I will share my cell phone in Blackboard.

Some assignments in this course will require the use of AI tools, such as ChatGPT. AI may only be used when specifically permitted and must follow the instructions provided for that assignment, including proper citation and documentation of your process. Unauthorized or improperly cited use of AI will result in a grade of 0 for the assignment.

Students must check Blackboard 2-3 times each week to stay on top of assignments. Students must submit their assignments within the timeframes indicated on Blackboard. 

Be sure to check your campus email and Course Homepage using MyLSCPA campus web portal. You can also access your grades, transcripts, academic advisors, degree progress, and other services through MyLSCPA.

Academic honesty is expected from all students, and dishonesty in any form will not be tolerated. Please consult the LSCPA policies (Academic Dishonesty section in the Student Handbook) for consequences of academic dishonesty.

The Americans with Disabilities Act (ADA) is a federal anti-discrimination statute that provides comprehensive civil rights for persons with disabilities. Among other things, this legislation requires that all students with disabilities be guaranteed a learning environment that provides for reasonable accommodation of their disabilities. If you believe you have a disability requiring an accommodation, please contact the Accessibility Services Coordinator, Room 119, in the Ruby Fuller Building. The phone number is (409) 984-6241.

No food or tobacco products are allowed in the classroom. Only students enrolled in the course are allowed in the classroom, except by special instructor permission. Use of electronic devices is prohibited.

This syllabus is part of LSCPA's efforts to comply with Texas House Bill 2504.

As per Texas law and LSCPA policy, all LSCPA employees, including faculty, are required to report allegations or disclosures of child abuse or neglect to the designated authorities, which may include a local or state law enforcement agency or the Texas Department of Family Protective Services. For more information about mandatory reporting requirements, see LSCPA's Policy and Procedure Manual.

LSCPA is committed to establishing and maintaining an environment that is free from all forms of sex discrimination, including sexual harassment, sexual violence, and other forms of sexual misconduct. All LSCPA employees, including faculty, have the responsibility to report disclosures of sexual misconduct, including sexual harassment, sexual assault (including rape and acquaintance rape), domestic violence, dating violence, relationship violence, or stalking, to LSCPA's Title IX Coordinator, whose role is to coordinate the college's response to sexual misconduct. For more information about Title IX protections, faculty reporting responsibilities, options for confidential reporting, and the resources available for support visit LSCPA's Title IX website.

For more information about the Clery Act and crime reporting, see the Annual Security & Fire Safety Report and the Campus Security website.

If you have a grievance, complaint, or concern about this course that has not been resolved through discussion with the Instructor, please consult the Department Chair.